THE READER IS THE CUSTOMER
The problem with the front page ad on the Los Angeles Times yesterday is more fundamental than whether it is a good financial idea or a breech of editorial philosophy. True there is a premium paid by the advertiser, but at what cost and why? Media people think about media all the time. Most outside of media, don’t. Many people might see this ad and think it was part of the paper’s editorial. Why shouldn’t they? Nothing like it has ever occurred before.
Publishing is not a partnership between editors and advertisers. The customer is not the advertiser, the reader is the customer. The reader pays with his money and more importantly with his time. If, and when, the editors succeed in capturing the time and attention of the reader the advertiser can then exploit that readership with their advertising. The advertiser pays the bills but the ads are of no value whatsoever unless they get seen by the readers. It is the job of the editors to satisfy the interest of their target constituency. It is the job of the advertising department to convince advertisers their prospects and customers are reading the paper, the whole paper, everyday. When an advertiser wants to buy something on the cover they fear no one goes inside the paper, where their ad also has a chance to be seen.
The front page of the paper becomes simply a billboard, nothing more, nothing less. When an ad is placed in a section that subdivides the readership by specific interest, such as food, sports, entertainment etc. the advertiser can place their ads in front of those readers who have chosen to read that section of the paper that is consistent with the advertisers message.
If the reader likes what they read in their paper, trust what is written and value the opinion of the columnists, then that is the proper environment for advertising, an environment that is serious, involved and constant. The relationship that exists between the editors and readers, built over a long period of time, is essential to the continuation of the paper. It can never be tampered with or the reader begins to lose trust, stops reading and then everyone loses.
There are countless advertising ideas out there and advertisers should continue to push the creative envelope to develop them, but they have to realize the editors job is to put the readers on the page everyday, so the advertiser has access to them whenever they want to send a message. For an advertiser to have too much leverage with the paper only means in the long run they will kill the very foundation of the media for which they depend: trust.
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